DashMart is a new type of neighborhood grocery store brought to you by DoorDash. Having recently launched in New York City, a crowded market with a particularly selective audience, DashMart needed a way to stand out. To show that DashMart’s obsession with the customer experience takes the cake, DoorDash's creative studio teamed up with VTProDesign to create "The Picky Claw," a ridiculously delightful arcade-style claw game where everyone is a winner.
Set up in SoHo for a 10-day installation, The Picky Claw was a magnet for NYC locals and influencers — even with its hours-long line around the block every day. Each player selected a piece of produce from the window display with the claw, using a joystick. The produce dropped into a custom, reusable grocery bag before being transported by a conveyor belt behind a curtain. Then upon receiving their bag, each player found their selected fruit or veggie inside, plus additional DashMart swag, local NYC snacks and drinks, and limited-edition collabs with some of NYC's favorite local brands.
The Picky Claw showed New Yorkers that DashMart always over delivers — on fresh, quality produce, and a great customer experience.
In-App Announcement
Upon opening the DoorDash app, users received this pop-up to spread awareness and encourage shopping this new category.
